Meta’s New 3-Tier Subscription
If you’ve experienced a decreased reach, low engagement or a standstill of follower growth on Instagram recently, it probably isn’t your strategy. Meta, Instagram’s parent company, has essentially released a pay-to-play subscription model, ranging up to $350 per month. Don’t panic, we’ve got everything you need to know here.
Meta's Original Verification Service
Meta Verified, initially introduced for businesses, began testing last summer. The service offered a paid verification service with extra perks to companies willing to pay a monthly subscription. The initial basic "standard" plan started at $14.99/month and provided a verification badge, higher search rankings, impersonation protection, and access to customer support.
Meta Expands Subscription Tiers for Businesses
With its new plans, Meta will now offer a much wider range of services to business owners who rely on its platform. This expansion introduces three new tiers, each providing additional benefits:
Plus Plan ($44.99/month): Includes the ability to add links to Reels posts, faster customer support, and increased profile customization options.
Premium Plan ($199.99/month): Offers impersonation protection for up to five employees, a semiannual account review with personalized content strategy guidance, and direct phone support from Meta's customer service representatives.
Max Plan ($349.99/month): Combines all the benefits of the previous tiers and adds even more personalized support for account issues and other problems. It also includes a semiannual “account review”, consisting of “personalised guidance on their content strategy.” Account owners will also be able to request a phone call from a Meta customer service representative for help with account issues and other problems.
For Creators
Meta is now rolling out the new three-tier subscription model for creators as well. Creators can access the same tiers as businesses at the same price points, with the added benefit of increased revenue-sharing options and incentives to produce high-quality content.
Our Opinion
What this new update essentially boils down to, is paying for better Reach, Engagement and Followers. If you have an extra $350 lying around, then you might as well put that into paid ads. That way, you get a guarantee for your money back. Paying for organic Reach and Engagement is counterintuitive to the word “organic”. However, if you have an extra $350 to invest, you might as well allocate those funds towards paid ads. With paid social, you have the assurance of a return on your investment. Paying for organic Reach and Engagement contradicts the very definition of "organic", implying non-paid, natural growth and interaction! All in all, after slashing the organic reach that creators have worked tirelessly to build, many feel like Meta is now asking for a hefty sum to get that Reach back (and it isn’t even guaranteed).
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